What was the cover hanging in front of the restaurant before?

The city sign is called Gai, and the golden signboard is called Sapporo. This is the advertisement that the store hangs in front of the door to drum up.

As an ancient advertisement in front of our country, the wine flag was recorded in the pre-Qin period. "Everything is done by Han Feizi, the foreign reserve said, the top right" said: "People who drank wine in the Song Dynasty were all promoted to Jinbe ... the flag was held high." Hanging a flag is a wine flag, or a wine curtain. This kind of advertisement in front of the restaurant has the most connection with poems, songs and poets, and also reflects the cultural charm of the market in front of the restaurant.

"Selling restaurants by the bamboo lock bridge", painters in the Song Dynasty painted propositional paintings, while mediocre people painted pubs with pen and ink. Only one master painted a wine curtain with the word "wine" on it.

This is reminiscent of the Yuan Dynasty's interest in Ouyang Xuan's poems. His "Not Being a Nephew" wrote: "Pukou returned to the sail and Shatou returned to the guest." The wine flag is flying in the forest, and a shot is coming. "Wine in front of the restaurant, beckoned boat people ashore for a drink.

The Water Margin describes that Song Wu killed a tiger. He saw a flag flying in front of the hotel, which read five words: "three bowls can't pass the post", and he led some feasts before killing a tiger; When it was Jiang Menshen's turn to get drunk, Song Wu saw Jiang Menshen's hotel. In front of the eaves stood a watchpole, on which hung a wine table with four big characters "Sunshine and Romance by the River". There are two gold flags hanging in front of the door, each with five gold characters, which say, "Get drunk and dry, Kun is big, and the sun and the moon grow in the pot." While narrating the characters, the novel outlines the scene of "dancing with the wine and the golden wind". In the Qing Dynasty, the poem "Red Bridge" by Confucius said: "When drinking, watching the bamboo road and painting a boat is mostly a flower gate." A wine sieve is a wine flag.

In addition, "get off the horse when you smell the fragrance, stop when you know the taste", which is a punch line to attract customers; Li Bai has hundreds of poems about fighting wine, calling himself a "fairy in wine". To take advantage of the celebrity effect, he might as well write a sentence "Taibai Legacy" or "Li Bai answers that it is high here" (Figure 24). Song Shi Lu Yuan has been published for thirty-eight years. Wang Kui is a local official in Fuzhou. The most proud poem in his life is two poems chanting wine flags: "The lower part is wide and the dangerous building is 100 feet high." There is an old man who often makes good wine. Someone came up with an idea to let the old people "treat the market as a wine curtain". A good book writer wrote two poems by Wang Kui on the wine curtain and tried to make Wang Kui see the wine curtain when traveling. When asked by Wang Kui, the old man said, "People who come to drink often recite these two sentences, saying that they are poems that look forward to their children." Wang Kui was overjoyed and awarded 5,000 yuan as a wine book. Wine curtain is a much-told story. Write poems and chant wine flags. "Jiuwangzi" is also another name for the wine flag, which is far away and very vivid.

In the Song Dynasty, restaurants were decorated with "Xifu Gate". Wu's Meng Lianglu (Volume 16): "Let's talk about the door and ceremony of the restaurant: wooden fences and patterns are tied to the door, and half a pig and sheep are hung on it. The window near the facade is decorated with bright red and green, called Happiness Gate. "

The development of business will inevitably bring rich and colorful market conditions. Han Dacheng's book "Research on Cities in Ming Dynasty" talks about the wide spread of commerce and is fascinating, citing many historical materials. Objects hanging outside this small profit gate, such as embroidery works hanging outside the wool shop and fishbones hanging outside the incense sales. Rich businessmen and tycoons, with deep pockets, struggle for power and profit. The signboard of "Zhengyangmen (Outer) East-West Street" in Beijing is more than three feet high. Clay gold decorative powder, or inlaid with spotted bamboo; Or carve the images of Taurus, Aries and Black Donkey as horizontal plaques in logos Restaurant, with water chestnuts attached, and other tin lamps decorated with tassels. It can be seen that the shops in front of frontice were all competing for luxury and style.

By the Qing Dynasty, the market was more developed. In the Qing Dynasty, the story of the front cover of The Journey to the West Zhongmianpu tells: "There is a wind bead in Fujian. According to legend, when Mr. Zhou Liyuan was a vassal in Fujian during the Kangxi period, it was windy on the day he went out, and the signboards and manhole covers on both sides of Nanmen Street were shaking. The only cotton shop has hung cotton balls for many years, but it still stands. Mr. Wang looked different and bought it without pricing. However, there is an Okumo with a big ball in his stomach, in the wind of repeated attempts. Second, the cotton shop hangs cotton balls. Third, the lids of some shops have not been changed for years, so there are spiders making cotton balls with wind beads hidden in their bellies. The common cover of Xu He's Riverside Scene at Qingming Festival;

Shops put signs on the doors to mark the market, commonly known as signboards, mostly for special words. Some people use Manchu, Hui and Tibetan characters, while others use useful characters to draw shapes. Some even use words without drawing shapes, directly exposed outside the door, or use hieroglyphs instead, because many people can't read. For example, a wine seller hangs a pot of wine, a charcoal seller hangs a handful of charcoal, a noodle shop hangs a note, and a fish shop hangs a wooden fish.

The city beckons with objects, which is intuitive and takes care of the illiterate. Small tin bowls tied in strings with red stripes are tin shops; Stone carving extra-large candles and lampstands, this is a candle shop. In front of the famous "Kite Wei" in Tianjin, there are sand swallows made of wood paste and sky blue cloth. The shoe store is called Wooden Boot Cloud, which contains the blessing of ascension (Figure 25). The merchants displayed in the Otsu Folk Museum waved, and there were a bunch of waist gourd-shaped boards hanging in the sauce garden, which read the words "old vinegar"; There is a wooden sign hanging in the tobacco shop with the words "Yan Kui" written vertically on it. Notes on Old Beijing in Qing Dynasty: "In the old days, shops and shops also paid attention to the art of advertising ... Lei Wanchun's antler glue, with big antlers hanging on the door. A big fan hangs on the eaves of a shop. "

Market recruitment is not limited to business transactions. Yangzhou Bookstore in the Qing Dynasty, "calligraphy strokes are hung on the door, and the top three words are written horizontally, which is the name of the critic, and the bottom four words are written directly, writing' opening words'". , dou "yangzhou painting fat record" volume nine. In The Journey to the West's eighty-fourth description, the Monkey King saw that "the lantern of a China family was written with the words' for business to rest' and the words' Wang Xiaoer Store' were written below." Only then did the monkey know that he owned a restaurant. "Lantern hanging in front of the hotel, advertising at night. Although I saw it in ghost novels, this detail was taken from real life.